We also want to play on the fashion aspect

The Brazilian Havaianas flip-flops leave to conquer the European market. Launched in 1962, the brand belongs to the Group Alpargatas (780 million euros of turnover), one of the leading manufacturers of footwear and sports in the country, which represents nearly half of the sales.

Havaianas is looking for new growth from the Brazil, its main market, virtually saturated relay. "We sell approximately 850 pairs of flip-flops for 1,000 inhabitants, i.e. almost a pair by Brazilian, is a true way of life, explains Caral Schmitzberger, responsible world pole Sandals of Alpargatas.". In Europe, this rate is 7 pairs per 1,000 inhabitants. "Also the climate, the success of the tongs in the Brazil, sold throughout the country, pharmacies at gasoline stations, is explained by a very tight price, which helps poor children of Nordeste to be wearing for a few reals. About 171 million pairs produced each year by the company, 150 million are sold to the Brazilian population and the rest in Australia, South America, or the Japan yet.

In strategic terms, Havaianas is therefore now a stronger global expansion. After the US market last year, it attacks in Europe, by creating a new organization. European headquarters was installed in June in Madrid and 3 subsidiaries were created this summer in Spain, France and England. This will be the case next year in Italy and the Portugal.

No question of moving

"Until then, our sales were assured through distributors in each country." This is still the case in Germany and the Netherlands. "If we want to develop the brand, it must devote significant resources, hence our decision to resume direct management", Eno said, Polo, the new President Europe, a former Nike. The group plans to invest 150 million over five years in Europe. This large budget should enable it to be tripled its sales by 2012-2013, which today reaches 4 million pairs per year.

This development plan in the time shares marketing, advertising, but also a strengthening of the presence of the mark at point of sale, or 400 stores in France. Havaianas is to highlight the different uses of the tongs in countries where the climate is hardly benign. "Can be not only the beach, but also after having participated in a sport or at home, says Eno Polo." We also want to play on the fashion aspect. "The collection includes 250 models with different colors and printed, of the basic 18 euros to the Deluxe with Swarovski crystals to 200 euros.

So, ask to locate production, or in China or elsewhere. "Our plant, which employs 6,000 people is Reef and we have increased capacity two years ago, resumed Caral Schmitzberger." "Making elsewhere would take the risk of a decline in sales, clients are very attached to"made in Brazil".

Another axis, the company worked on the development of products other than the flip-flops. It will launch a first test next summer, offering bags, returning the spirit of the holiday, with lots of colors. This first collection will be sold only in the Brazil, France and in the Philippines. The objective is that these diversification represent 15 of the turnover in five years.